We were approached by Joseph Sopher to create a brand identity for his new range of gourmet popcorn that was to be launched at the BBC Masterchef food show in November 2010. When Joseph approached us he didn’t have a name, the research stage enabled us to create a list of possible brand names, from which the name Joe & Seph’s was chosen, inspired by Josephs mastery of making popcorn and distinguished tasting ability.

Our solution was inspired by a Jekyll & Hyde like personality, where the chef role is represented by a chefs hat, and with a clever twist, becomes the top hat for role of connoisseur. Both roles were represented in their own typeface.

The popcorn is packaged in a clear pouch with a die-cut card header card to give the product a premium feel. The product descriptor continued the dual personality theme, with Joe describing the all natural ingredients and cooking process, while Seph’s description focuses on the sensory experience of the unique popcorn flavours. The copy style is very much in the style of an ‘English Gent’ in reference to the top hat within the logo.

“My assignment was to create awareness through a sponsored company and create a call to action for global warming awareness.

Earth Hour is creating awareness with the support of General Electric’s lighting supplies. Informing the consumers to replace their bulbs, save money on their bills, as well as participate in the annual ritual of turning off the lights for one hour.”

“Ego aims to connect with a modern audience concerned about their appearance. The faceted glass pack has been painted in matte silver so that the volume of the piece is solid and clearly defined. Ego uses a visual language which is direct and at the same time refined. The logo was created with equal strength in mind. Didot typeface was used in which the characteristics of the letter g was enlarged so that in context, three letters together form a single entity with more personality.”

“Glow is a brand of RC car fuel from Jonker BV. Where Tornado is their premium brand, Glow is a price fighter and because of this we decided to use plastic bottles.

The logotype is very strong and explicit. It has three different number combinations, indicating the nitro percentage in each fuel. Diagonal lines were used to make the labels dynamic and give a sense of speed.”

Ministry of Stories follows the model of the 826 centres: a writing centre where kids aged 8-18 can get one-to-one tuition with professional writers and other volunteers; with the centres being housed behind fantastical shop fronts designed to fire the kids’ imaginations (and generate income for the writing centres).

“From the start, we wanted to recognize and honor the important equities of the iconic Starbucks logo. So we broke down the four main parts of the mark — color, shape, typeface and the Siren. After hundreds of explorations, we found the answer in simplicity. Removing the words from the mark, bringing in the green, and taking the Siren out of her ring. For forty years she’s represented coffee, and now she is the star.

The details came next. The 20-year old logo was built in the early days of AutoTrace and it showed — points everywhere. We improved composition, brought in more sophisticated stroke width and spacing and a smoother line flow. When it came to her — the Siren — we enhanced her form in subtle ways, smoothing her hair, refining her facial features, weighting the scales on her tail to bring the focus to her face. We enlisted the branding firm of Lippincott to help with these refinements, and give us a better global perspective on the entire identity system.”

“One of the design objectives was to comunicate the idea of an efficient, detailed dental care range thought to solve real problems, and at the same time different from the most important brands offering a similar quality. We used a typographic solution which is very functional because it can be read easily and communicates clearly the utility of the toothpaste. The overlapping of the letters and their transparencies provide the necessary graphic richness to personalize the range showing the quality of the products, and to suggest the attention to detail which they have been produced with.”

“A great deal of heart goes into every piece of chocolate at John & Kira’s. Their exquisite products are made by hand with the finest ingredients available from local and family farms. “Real people, really good chocolates” is not only their tagline, it’s their business philosophy. The chocolate boxes needed to appeal to a wide audience; from the thoughtful fancy food lover, to the impulsive farmer’s market shopper. And the goal of Studio AG was to create a system of boxes that communicated the core values of the company.

For the chocolate consumer; the packaging represents the handcrafted and careful aesthetic instilled in the John & Kira’s brand. For the chocolatier; the system of boxes is extremely versatile and can be efficiently assembled easily during busy seasons.”